At its core, strategy drives public relations. So when it comes to finding unique and relevant ways to leverage clients as thought leaders in their respective industries, many PR professionals strategically turn to bylined articles.
What is a bylined article?
A bylined article is authored by a third-party expert and published by a media outlet. These contributed pieces play a critical role in positioning individuals as thought leaders in their respective industries. Though seemingly unique, bylined articles are actually fairly common.
These articles take on a passive tone, so it is important they are not overly-promotional. Authors must ensure expertise is the foundation of the article, rather than endorsing their organization or affiliation. Ultimately, media outlets require unbiased articles in an effort to not compromise their integrity as a publication.
Why are bylined articles beneficial?
Regardless of industry, bylined articles can greatly benefit professionals and boost their credibility as a thought leader in their realm of expertise. However, there are several additional benefits to having a bylined article published.
In addition to boosting the author’s credibility, these articles can also draw attention to a company and showcase the intellect and skill of personnel.
Furthermore, bylined articles can play an important role in showcasing a company’s services and drawing attention to important matters. For instance, a lawyer might write about the implications of a national legal issue, or a nonprofit might humanize a mounting environmental concern. The possibilities of bylined article topics are endless.
Bylined articles are also beneficial for companies who don’t necessarily have a product to push, or major announcement to publicize, but who want to find a strategic and consistent way to garner media coverage. This strategic approach to PR sets companies apart from their competitors and can be more effective than traditional media coverage in terms of positioning expertise in an industry.
When are bylined articles appropriate?
As with all other public relations tactics, bylined articles won’t always be part of a company’s strategic PR plan. However, depending on targeted placement, bylined articles are an appropriate approach to additional publicity for an individual or a company.
Instructional and evergreen pieces have an easier time finding placement. Rounded out with fresh and pertinent examples, these types of bylined articles might make a good fit for an ongoing PR strategy.
On the other hand, bylined articles that react to a current issue or trend must remember that time is of the essence. Unlike the evergreen method, public relations professionals should regularly monitor topical issues and news stories, and always be prepared to respond to a current issue with a bylined article when apt.
The use of bylined articles in public relations strategy has become an increasingly popular tactic in enhancing brand awareness and recognition. Though bylined articles can reap similar results as other commonly practiced forms of public relations, this tactic can require an immense amount of planning, preparation and execution. For more information and advice on how this strategy can enhance your company’s brand, contact us for a consultation!